livestock and meat products, fats and oils, fruits, tobacco, and dairy
products.
Promotional activities cover a wide range. Trade groups and
government have joined hands in carrying on many different types of
operations. Several U. S. agricultural trade groups have set up foreign
offices to expand foreign sales. Participation of government and indus-
try in trade fairs has shown millions of consumers around the world
the wide variety and high quality of American food and fiber. Consum-
er advertising, exhibits, distribution of promotional material, cooking
demonstrations, and similar means of reaching potential customers
also are being employed. All in all, we consider that market expansion
possibilities, through trade promotion, are very encouraging.
The Food for Peace proposal, initiated by President Eisenhower
earlier this year, falls partly into the category of long-range market
expansion and partly into the category of humanitarianism. The
President called on surplus-producing nations to explore anew practi-
cal means of making even greater use of food in bolstering world
peace. In the spring, representatives of Argentina, Australia, Canada,
the Food and Agriculture Organization, France, and the United States
met in Washington to discuss ways and means of implementing the
President’s proposal.
The emphasis was placed on wheat—for several reasons. Wheat is
the food commodity in greatest supply. It is easily handled in export
channels. Most of the world’s people know how to use it as a food.
Frank discussion among the wheat-exporting nations brought to the
surface the many problems surrounding the shipment of food to under-
developed areas. Many of these problems I have already touched upon
—possibility of interference with normal marketings; lack of physical
facilities and trained manpower to distribute increased food supplies
in underdeveloped areas; an overriding need for economic develop-
ment.
Progress is being made, nevertheless. Among the measures which
show particular promise are: (1) establishment of reserves to meet
emergencies; (2) increased donations for school lunch, institutional,
and refugee feeding; (3) refugee resettlement; and (4) projects for
community self-help.
Food for Peace moves continue to be made by wheat exporting
countries, which, with the United States, are members of a newly
established Food for Peace Wheat Utilization Committee. The com-
mittee met in June and will get together again this fall. Cooperation has
been excellent.
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